True Corporation targets its digital revenue driven by artificial intelligence (AI) to reach 30% of total revenue from digital services in three years from 5% now, as it adopts an AI strategy to provide intelligence solutions to transform customer services and buoy local productivity.
The company is aiming for total automation of repetitive processes by 2027, making AI a critical factor for True, said chief digital officer Ekaraj Panjavinin. Currently, digital related business generates 20% of the group's total revenue.
True hosted "AI Gets Real" yesterday to demonstrate its existing AI solutions in the market, such as virtual service agents, smart retail solutions and AI-powered content.
Mr Ekaraj said global corporate AI investment totalled US$934 billion over the past decade.
True's AI strategy leverages the technology for productivity improvement, he said. The company has ambitions to enable businesses to adopt smart solutions, with True Digital Group now offering services that allow businesses to leapfrog in their adoption of AI, said Mr Ekaraj.
He said AI is radically transforming the customer experience. True aims to integrate digital services into consumer and business segments to bridge gaps, provide equal access to digital resources and ensure technology is accessible, affordable and beneficial.
"Our approach to AI rests on a uniquely robust foundation with a data pool from various sources, robust ethical AI principles and advanced security measures," said Mr Ekaraj.
"Building on this, we are able to bring data to life rapidly and safely with an AI engine that can create positive impact across a wide range of use cases," he said.
"This is how True Digital Group can go beyond systems or solutions integration to be a full-fledged data-AI integrator with the ability to help businesses leap very quickly into the AI-first era."
Mr Ekaraj said True is to build AI-driven platforms which integrate data across various sources for deep analytics, providing actionable insights to expand businesses in various industries.
AI can unlock new business models, increase competitiveness for sustainable business growth and serve consumers' needs in the digital era with hyper-personalised experiences, while also driving productivity enhancements and cost savings.
Piyapan Nakayothin, head of customer services at True, said AI will transform the customer experience via True's virtual customer service agent, Mari, that can be reached via chat or by voice, with the latter using a proprietary AI engine, True Voice.
Mari's voice service is available to a small group of customers, though the service should grow as Mari learns from interactions with them, according to True.
Mari is the only telco service agent in Thailand that converses with customers using natural language.
Sarinra Wongsuppaluk, True's chief human resources officer, added that organisations must transform their culture to go from simply being digital to being truly AI-driven.
To become AI-first, Ms Sarinra said it requires a change in culture from experience-based, leader-driven decision making to data-driven decision making at the front line.